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Sony confirmed a holiday release date for its next generation PlayStation 4 at PlayStation Meeting 2013, but it saved a lot of the important details like price point, actual release date and what the console even looks like for a later date. But that hasn’t stopped retailers around the world from starting to take pre-orders for the new device. Stores in the UK like Game and ShopTo are taking small deposits to reserve a console for Christmas. Amazon in the UK has a dedicated PS4 section where you can sign up for updates on when they’ll take pre-orders.

In the US, GameStop hasn’t started taking PS4 pre-orders yet. A press note said that “there simply aren’t enough details announced” – and that was after the press conference in New York. Instead, the retailer is asking its GameStop PowerUp Rewards members to join the PS4 First to Know List “to receive title announcements, trade and pre-order details, and similar offers related to the PS4” at any brick-and-mortar story or online at www.GameStop.com/PS4.

“Customers on the list will be the first to get PS4-related news from GameStop, like when GameStop opens pre-orders on the PS4 system and games,” read the release. “However; joining the list is not a reservation, nor does it guarantee a PS4 on a specific date or at a certain price.”

Tony Bartel, president of GameStop, told me: “We are very excited about the upcoming holiday launch of the new Sony PS4. The new system brings much needed innovation to the video game market. Our consumer base has shown strong early enthusiasm for the PS4 as evidenced by more than 100,000 people who have already signed up for our First To Know List.”

KontrolFreek is taking a different approach. The company, which makes really cool accessories for controllers that improves accuracy, but more importantly makes long play sessions more comfortable, is offering gamers a chance to win one of four PS4 consoles.

The KontrolFreek PS4 Score Sweepstakes will guarantee four winners will own a PS4 this fall by securing a pre-order for the console – again, a console that has been announced but isn’t actually for sale anywhere yet. Still, it’s a good way to gain attention for its accessories.

To enter, contestants only need to "Like" KontrolFreek on Facebook. Contestants can gain additional entries by recruiting their friends. The PS4 Score sweepstakes runs from Feb. 21 through March 5, 2013.

“We are excited about Sony’s announcement and the opportunity to give our community of gaming enthusiasts a chance to win the new PS4,” said Ashish Mistry, CEO of KontrolFreek, in a release.

Right now, this is the first company to jump into the “win a PS4” console, but there are sure to be others. In the past big brands like Mountain Dew partnered with Microsoft to give away an Xbox 360 every 10 minutes at launch. While that exact promotion might not be replicated, I expect big companies to take advantage of the short supply PS4 will be in this Christmas. For that matter, the next Xbox, if indeed it launches this fall, will also be hard to find. Even the Nintendo Wii U couldn’t keep up with demand last year. And historically, no new console has ever been able to keep up with the number of global gamers willing to pay whatever price to be the first to own a new console.

One thing to watch out for is scammers. There are sure to be scams between now and launch for both PS4 and the new Xbox that will attempt to lure people with promises of free consoles, or even just guaranteed consoles. Stick with real retailers and you’ll be safe. If it sounds too good to be true, it probably is.